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For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience – and remind people that small trips into nature can be grand experiences. 

Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring you closer to nature. 

“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms”, says Karl Risenfors, creative at Forsman & Bodenfors. 

In a category that often portrays epic journeys, deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be grand experiences. To show this, the launch spot shows nature through the point of view of a child. Using a child’s imagination and perspective as a visual metaphor for the magic that nature can bring, no matter the scale of the adventure. 

The film is created by creative agency Forsman & Bodenfors, directed by Marcus Ibanez and produced by New-Land.